PR BOX DEBRIEF

@author.gemmavale

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Why it worked

The creator shares a transparent and honest debrief of a marketing campaign, including the costs and disappointing results. This vulnerability and practical advice on what she learned resonates with viewers who are also interested in marketing and influencer outreach.

Summary

The creator debriefs the cost and results of sending out PR boxes to influencers. She spent £2,600 on 44 boxes, with each box costing £35-£40 plus international shipping. Despite the effort and expense, only 27 out of 44 influencers shared content, resulting in a 61% conversion rate, which she found disappointing.

Structure

1Cost of PR boxes
2Process of sending boxes
3Low conversion rate
4Disappointment with results
5Learning for next time

On-screen text

PR BOX DEBRIEF £2,600 IS HOW ON PR BOXES. YOU PROBABLY SEEN THAT WAS STACKED UP IN MY KITCHEN. THAT I TOOK HOURS AND HOURS TO DO ALL ON MY OWN. WOULD DO WITH THESE BOOK UH, BOXES IS YOU SENT OUT TO INFLUENCERS. INFLUENCERS WITH DIFFERENT FOLLOWING COUNTS. AND IT WAS TO BASICALLY DUMP THE ALGORITHM WITH MY BOOK OR MARKETING BASED. AND SO I CHOSE 44 PEOPLE GONNA GIVE A BOX TO. NOW BEAR IN MIND THESE COST BETWEEN 35 AND 40 POUNDS PER BOX BECAUSE THE SHIPPING WAS INTERNATIONAL. INCREDIBLY EXPENSIVE AT ANYWHERE OUTSIDE OF AND UM, I TO PAY FOR. THE BOXES WERE BUY ALL OF THE STUFF THAT WAS GOING IN THEM. THE PROOFS WERE 600 AND SOMETHING POUND AS WELL. SO I'M A I'M A FINANCIAL ANALYST, EX FINANCIAL ANALYST. AND SO I THE NUMBERS WITH YOU. WAS IT WORTH IT? SO TOTAL WE HAD 44 SENT OUT AS OF TODAY, DAYS AWAY FROM LAUNCH. I HAVE ONLY HAD 27 SHARED. THAT'S A 61% CONVERSION *I've heard this is a brilliant conversion rate from a marketer THAT'S A 61% CONVERSION GONNA LIE, DISAPPOINTED. I WAS KIND OF EXPECTING EVERYONE TO SHARE THEM BECAUSE I REALLY THOUGHT, I SPENT MONTHS CURATING A LIST OF PEOPLE THAT SEND IT OUT TO. SOME PEOPLE ONLY SHARED STORIES. THAT'S FINE. SOME AS THEIR MAIN WHICH IS AMAZING. UM, BUT YEAH, SOME PEOPLE ACKNOWLEDGE THAT THEY RECEIVED IT, SAW ANYTHING ELSE SOME PEOPLE DIDN'T EVEN ACKNOWLEDGE THAT AND I DIDN'T SEE ANYTHING ABOUT IT. SO, YEAH, IT'S LOWER THAN I WAS EXPECTING. MADE ME REALISE THAT I NEED DIFFERENTLY NEXT TIME. I NEED TO REALLY DOUBLE DOWN ON WHO I'M CHOOSING TO GET A PR. ARE SO MUCH MONEY. TIME AND THE EFFORT TO SOURCE EVERYTHING, TO PACKAGE EVERYTHING WAS A LOT. IT TOOK A LOT OUT OF ME. AND SO I TO PEOPLE WHO REALLY, REALLY WANT IT. AND IT'S QUITE SURPRISING. IT'S NOT EVEN NECESSARILY THE PEOPLE WITH THE LARGEST FOLLOWINGS THAT HAVEN'T ACKNOWLEDGED IT, WHICH. YEAH, BUT WHATEVER, YOU KNOW, IT'S ALL A LEARNING CURVE, I WILL PROBABLY NOT SEND AS MANY TIME, UM, BETTER CONVERSION. I THOUGHT OPEN AND HONEST AND GIVE YOU AN EXACT OVERVIEW OF WHERE THAT 2,600 WENT THINK IT'S WORTH IT.

Original caption

You guys asked for a debrief of the PR Boxes I sent out… here you go 🫪 #prbox #booklaunch #debutnovel #daughterofthenight #indieauthors

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Transcript

£2,600 is how £2,600 pounds is how I spent on PR boxes. You probably seen that was stacked up in my kitchen. That I took hours and hours to do all on my own. What would do with these book, uh, boxes is you sent out to influencers. Influencers with different following counts. And it was to basically dump the algorithm with my book or marketing based. And so I chose 44 people gonna give a box to. Now bear in mind these cost between 35 and 40 pounds per box because the shipping was international. Incredibly expensive at anywhere outside of and, um, I had to pay for. The boxes were buy all of the stuff that was going in them. The proofs were 600 and something pound as well. So I'm a I'm a financial analyst, ex financial analyst. And so I run through the numbers with you. Was it worth it? So total we had 44 sent out as of today, days away from launch. I have only had 27 shared. That's a 61% conversion. *I've heard this is a brilliant conversion rate from a marketer That's a 61% conversion. I'm gonna lie, disappointed. I was kind of expecting everyone to share them because I really thought, I spent months curating a list of people that send it out to. Some people only shared stories. That's fine. Some as their main grid post, which is amazing. But, yeah, some people acknowledge that they received it, saw anything else. Some people didn't even acknowledge that and I didn't see anything about it. So, yeah, it's lower than I was expecting. made me realise that I need to do it differently next time. I need to really double down on who I'm choosing to get a PR box. Because they are so much money. Time and the effort to source everything, to package everything was a lot. It took a lot out of me. And so I want to make sure that they go to people who really, really want it. And it's quite surprising. It's not even necessarily the people with the largest followings that haven't acknowledged it, which. Yeah, but whatever, you know, it's all a learning curve. I will probably not send as many time, um, for better conversion. I thought I'd just be open and honest and give you an exact overview of where that 2,600 went and think it's worth it.